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Sports Applications Technology

Nike FuelBand Motivates People to Make it Count

January 20, 2012


Nike has introduced its FuelBand, a wristband that measures a user’s daily physical activity by acting as a calorie-counter, clock or a pedometer. It’s designed for anyone who wants to be more active and measures movement to motivate people.

Users can set goals in “Fuel points” and try to beat that goal with any kind of activity. NikeFuel allows users to compare different activities through one metric. The band features a series of colored LEDs that measure the day’s activity level. As the Fuel counter measures activity throughout the day, a scale bordering the band will show red lights as it increases toward green (100 percent).

Nike worked with some of the world’s top experts in science and sports to engineer NikeFuel algorithms based on oxygen kinetics. Unlike calorie counts — which vary based on someone’s gender and body type — NikeFuel is a normalized score that awards all participants equal scoring for the same activity regardless of their physical makeup. A user can also choose to also receive a calorie count to understand how many calories are burned versus how much NikeFuel is earned.

All of the data captured on your wrist syncs with the Nike+ website, through a built-in USB or wirelessly through Bluetooth to a free iPhone (News - Alert) app. Users can see their performance graphed out with visuals borrowed from the existing Nike+ product for runners. Bluetooth also enables users to connect to social networks and share their met goals.

“The NIKE+ FuelBand is a way for Nike to further evolve the exciting possibilities of merging the physical and digital worlds,” said NIKE, Inc. President and CEO Mark Parker at the NIKE+ FuelBand launch event in New York. “Nike has always been about inspiring athletes, and the NIKE+ FuelBand will help motivate them in a simple, fun and intuitive way.”

The company is promoting the FuelBand with the slogan, “Life’s a sport, make it count.” The campaign includes the hashtag #makeitcount on Twitter (News - Alert) and Instagram, encouraging users to show how they’re being more active, or in Nike’s words, making it count.

The FuelBand is available for preorder at for $149 and the device is hitting stores on Feb. 22.

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO East 2012, taking place Jan. 31-Feb. 3 2012, in Miami, FL. ITEXPO (News - Alert) offers an educational program to help corporate decision makers select the right IP-based voice, video, fax and unified communications solutions to improve their operations. It's also where service providers learn how to profitably roll out the services their subscribers are clamoring for – and where resellers can learn about new growth opportunities. For more information on registering for ITEXPO registration, click here.

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Rachel Ramsey is a TMCnet editorial assistant, contributing news items and feature articles on a variety of communications and technology topics. Rachel has previously worked in PR and communications at The Wriglesworth Consultancy, an award-winning London PR firm. She has also contributed to the creative services department at CBS 3 and The CW Philly in Philadelphia. To read more of Rachel's articles, please visit her columnist page.

Edited by Jennifer Russell